Ipsos Corporate Reputation

What Keeps Communicators Awake at Night?

Reputation Council members across the world face a range of business challenges – but what are the biggest issues that keep them awake at night?

24/7 and
fragmented media environment

"You have not only fragmentation but distrust in the media as well, which is making it increasingly difficult to engage and land messages."
"We used to control the information, these days, the information is coming from everywhere. So we play the role of conductor, catalyst."
"The demarcation line between capital markets and the rest of the world is getting more and more porous. Messages for the general public are becoming just as relevant for capital markets, and vice versa."
"We need to deal with a much more informed, empowered and vocal consumer."

Aligning internal teams

"We are a new organisation working with technology, so there aren’t regulations in place around what we do. There is an advocacy role we need to take… Bring the external voice to every business decision that is made and that is the increasing role of corporate communicators."
"Making it understood in-house that corporate and business are now one and the same, that there is no more dichotomy between corporate communications and actual user experience."
"Reputation issues are being included more and more in the due diligence processes for big government tenders. This not only affects us, but also the partners we bring into large projects."
"If you work for a business where the CEO fundamentally doesn’t get or give time to reputation management, it makes the job really hard, whereas if you have that sponsorship from the top, you can achieve a lot more."
"It’s a reputation economy... Marketers don’t get reputation. I think it takes a crisis for people to realise the importance in reputation management."

Employee Engagement

"Engaging and activating employees, because not everyone trusts a CEO, but they trust people like themselves."
"Each individual has become a medium in their own right and a communicator, we need to work particularly hard on associates in the company who are its first spokespersons, first ambassadors, and who, what’s more, can potentially be very powerful."

Fake news, misinformation,
and declining trust in experts

"The main problem is the issue of credibility – how the messages that you are delivering are credible for the different stakeholders."
"Because people don’t really care about what you are trying to communicate with them, they care more about what you are doing and what value you can bring."

Sustainability and purpose

"Society has an expectation that corporates deliver for those communities where we live and work… Local relationships are more important."
"The digital revolution brings many differences of behaviours, very different desires, ways of working, ways to consume information. And this generation has a very clear vision of the absolute need to transform society in terms of sustainability."

Lack of public trust in business

"If I talk to my counterparts in the FTSE 100, they see this anti-capitalist sentiment and there is an anti-business sentiment and there’s a lack of trust that the corporate sector will do the right thing and there’s a very unsophisticated view that it is all about shareholders and we don’t worry about other stakeholders."
"We’re facing the defiance that companies, and particularly large multinationals, can generate among the general public, but through contamination coming from the media, political decision-makers."

Political polarisation

"As a global company, what are the right issues that employees, customers and investors want to see us involved in? The company looks to the communications function to advise on where to take a stand and what are the costs/benefits."
"The turbulent political environment and lack of harmony in society. We’re trying to find our place as a company to remedy that."
"Deteriorating levels of trust in government and a deterioration in the functionality, effectiveness and stability of government. There is uncertainty in the policy environment."

Methodology: 154 interviews conducted with Reputation Council members between 25th June and 12th November 2018.

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